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New Delhi: Info Edge India on Tuesday said it has invested an additional Rs 5 crore in Happily Unmarried Marketing, which is engaged in sale of creative products and a grooming range for men, taking its total investment in the company to Rs 21.3 crore.

“Accordingly, the aggregate investment, including the above, is now Rs 21.3 crore in Happily Unmarried Private Limited which translates to about 48 per cent stake as on date in the company on a fully converted and diluted basis,” the company said in a filing to the BSE.

It said that the amount was invested through optionally-convertible cumulative redeemable preference shares.

The investment was made by Info Edge India through its wholly-owned subsidiary.

Happily Unmarried Private Limited owns and operates the site www.happilyunmarried.com, and sells creatively designed products such as apparels, home accessories and bags.

Meet Moz Local Search Insights. The company says the new tool is designed to provide businesses with a comprehensive understanding of their local search presence.

In an email interview with Small Business Trends, Dudley Carr, VP of Engineering at Moz, said, “Moz Local Insights is unique in how it helps a business look at local data. For each piece of data, we distill the data across all of your locations into a single, meaningful number. Moz Local Insights then breaks those numbers down to provide more detail into what’s driving those metrics.”

Delivering these metrics requires understanding locations, and for small businesses looking to get a return on their local search efforts, Moz Local Insights provides business analytics that allows companies to see how they are doing compared to local competitors for relevant search keywords.

By looking at performance data coming from Google Analytics, Google My Business, ranking metrics from Google search and reviews from sites like Yelp that have the potential to show in your search result, Moz Local Insights measures the metrics with the most impact as they relate to your local search marketing efforts.

Carr said, “It is going to give local businesses the most holistic picture of their digital marketing.”

The value of local search is also highlighted by Google in its research paper, “Understanding Consumers’ Local Search Behavior.” It said, “Local searches lead to more purchases than non-local searches. Eighteen percent of local searches on smartphone lead to a purchase within a day verses 7 percent of non-local searches.”

When Moz announced the beta release, Director of Local Search Strategy David Mihm said, this platform is, “The hub for analyzing your location-centric digital activity.” Because it is becoming increasingly more difficult to keep up with the disparate sources where this data appears.

The beta release has features driven by customers. Everyone from agencies to enterprise brands had some input in how to improve the platform, and Moz made great efforts to incorporate those suggestions.

When you access a location or multiple locations in your account, or locations you have tagged with custom labels, you see daily-updated reporting in three key areas: location page performance, SERP rankings and reputation.

Location Page Performance

According to Moz, this section refines the metrics from online traffic that is most important to brick- and-mortar businesses into a single screen. It breaks down the traffic by percentages, sources by device type and a list of local directories sending potential customers to your website.

Mihm said, “While we haven’t yet integrated impression data from these directories, this should give you a relative indicator of customer engagement on each. We’re hoping to add even more performance metrics, including Google My Business and other primary consumer destinations, as they become available.”

Visibility

The Visibility section has the reports of the rankings focused on location. The metrics it provides include performance in local packs and organic results. Just as the scoring system in Moz Analytics, Mihms said they have combined rankings into a single metric for both types of results to reflect the likelihood that a searcher will click on a result for your business when searching a given keyword.

It also lets you compare up to three competitors at a time to see how your business is faring. You can choose any competitor with granular visibility based on analysis by keyword, locations, average local rank, average organic rank and visibility score.

Reputation

The Reputation section shows the progress of your review of acquisition efforts in terms of volume and the ratings that people are leaving for your business. This includes a distribution of where people are leaving reviews. Based on this information, a business can identify the sites that need more attention and take action with better marketing, etc.

This section will have more features to include more review sources, sentiment analysis and notifications and summaries of new reviews.

Even when we decide to patronize a multi-national company with presence in many countries around the world, our decision is based on the quality of the product locally. And for local businesses, the available technology in the market place, such as Moz Local Search Insights, can provide solutions that highlight the value of place in their marketing mix with great results.

One of the so-called unicorn start-ups in India, Ola has closed over $1.3 billion of external funding so far. Photo: Hemant Mishra/Mint

Bengaluru: Taxi-hailing service Ola, owned by ANI Technologies Pvt. Ltd, has appointed Raghuvesh Sarup as chief marketing officer (CMO) to strengthen its core leadership team as the company prepares to expand its lead in the domestic market and trump San Fransisco-headquartered rival Uber Inc.

Sarup, whose last stint was at Microsoft, will lead the marketing division. He will join Ola in February, the company said in a statement on Monday.

“Raghuvesh has worked with globally respected businesses and brings valuable experience that will help Ola resonate as the choice of mobility for a billion people,” co-founder and chief executive Bhavish Aggarwal said in a statement.

Sarup, who has expertise in marketing, sales and brand management, had earlier worked with Yum Brands and Procter and Gamble.

In July, Ola said it appointed Sundeep Sahni, a former executive at Rocket Internet-funded Lazada, as vice-president of new initiatives.

One of the so-called unicorn start-ups in India, Ola has closed over $1.3 billion of external funding so far. Last November, the company raised $500 million from investment management firm Baillie Gifford, China’s largest taxi-hailing service company Didi Kuaidi and existing investors Falcon Edge Capital, Tiger Global, SoftBank Group and DST Global.

In April, Ola raised $400 million in a funding round led by DST Global. In October 2014, Japan’s SoftBank Group led a $210 million funding round.

Over the past year, Ola has launched a food delivery service—Ola Café—and an independent grocery-ordering app called Ola Store, taking a cue from the strategy Uber is adopting elsewhere in the world. Uber already delivers groceries, food and e-commerce products in the US.

The firm also aims to be a one-stop transportation solutions provider. After cabs and auto-rickshaws, the firm has rolled out shuttle bus services.

Ola has also announced its entry into the mobile payments business with the launch of a dedicated mobile app, a move that will put it in direct competition with Alibaba Group-backed Paytm and Snapdeal-owned FreeCharge.

In July, Uber had said it would invest $1 billion in India within 6-9 months.